Puig has taken a new step in the international expansion of its Charlotte Tilbury brand by announcing its incorporation into the Premium Beauty program of Amazon in the United States. With this decision, the British makeup and skin care firm reinforces its digital presence in a strategic and highly competitive market.
The new official Charlotte Tilbury store on Amazon USA will offer an improved shopping experience, including interactive videos with tutorials by Charlotte Tilbury herself and a virtual test tool to find the perfect tone in bases and concealers. With this, the brand seeks to combine technology and pedagogy to reach new audiences and strengthen the relationship with its customers. "Amazon is one of the most reliable and far-reaching destinations for online beauty shopping. We are delighted that Charlotte Tilbury is part of Premium Beauty and to be able to offer our clients a digital experience that lives up to the brand," the company said.
The British firm already has a solid presence in the United States through Sephora, Ulta Beauty, Nordstrom, selective retailers and its own network of physical and online stores. The opening of the showcase on Amazon joins this ecosystem, expanding its reach in a market where competition in premium beauty is increasingly intense.
Strategic blow for Puig
The entry into Amazon Premium Beauty responds to Puig's digital strategy, which seeks to maximize the online visibility of its iconic brands, guarantee a controlled shopping experience and protect its image against counterfeiting or "dupes".
This movement reinforces the group's commitment to the digital channel as an engine of growth and as a key piece in the construction of omnichannel experiences for the consumer.
The digital impulse occurs in a context of sustained growth for Puig. In the first half of 2025, the group reached sales of 2,299.3 million euros, 5.9% more than in the same period of the previous year.
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The fragrance and fashion business advanced 8.6%.
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The skin care segment grew by 8.6%.
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The makeup area, where Charlotte Tilbury is framed, increased by 2%.
The adjusted net profit was 247 million euros, 3.9% more, while the adjusted EBITDA amounted to 445 million, with a margin of 19.4%.